Signed, sealed, and making history again — Amapiano sensation Uncle Waffles has officially joined adidas South Africa’s Lifestyle portfolio, becoming the brand’s newest partner. The announcement comes alongside her starring role in the global “Superstar: The Original” campaign, where she shares the spotlight with cultural icons such as Samuel L. Jackson, Missy Elliott, JENNIE, Anthony Edwards, Mark Gonzales, and GloRilla.
The campaign celebrates cultural trailblazers who embody the essence of an “Original Icon,” with Uncle Waffles appearing in a striking series of black-and-white visuals paying tribute to the Superstar sneaker’s timeless original colorway. The collaboration marks another milestone for the artist, whose career has been defined by breaking boundaries and redefining what it means to represent South African music on the world stage.
Globally recognized as the “Princess of Amapiano,” Uncle Waffles has played a pivotal role in bringing the genre to international audiences. In 2023, she made history as the first Amapiano DJ to perform on a main stage at the iconic Coachella Valley Music and Arts Festival — a performance that cemented her as a global cultural force. Her signature high-energy sets, charismatic dance moves, and viral social media presence have made her one of Africa’s most influential exports.
Uncle Waffles perfectly represents the blend of music, fashion, and cultural influence that adidas seeks to celebrate with its Superstar legacy. Her inclusion in the campaign reflects not only her impact on the music industry but also her growing presence as a style icon and trendsetter.
Speaking on the partnership, adidas South Africa highlighted Uncle Waffles’ ability to inspire a new generation while staying true to her roots. Her unique artistry and boundary-pushing career trajectory mirror the Superstar’s own journey — a sneaker that has transcended sportswear to become a timeless cultural statement.
From club dance floors in Johannesburg to the main stages of international festivals, Uncle Waffles has built a career that thrives on authenticity, originality, and fearless self-expression. Now, with her latest role as an adidas partner, she continues to amplify South Africa’s cultural influence on the global stage — proving once again why she truly is an “Original.”
